1. Prabu Doss.K doss@xime.org
Perception
Prabu Doss.K

2. How we see the world around us
Perception
How we see the world around us

3. Elements of Perception
Sensation
Absolute threshold
Differential threshold
Subliminal perception

4. Sensation
The immediate and direct response of the sensory organs to stimuli (product, package, advt, brand name..)
A perfectly unchanging environment provides little to no sensation at all!

5. The lowest level at which an individual can experience a sensation
Absolute Threshold
The lowest level at which an individual can experience a sensation

6. Weber’s Law( Differential Threshold) (just noticeable difference)
A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).

7. Betty Crocker

8. Lenovo- Early 2006

9. Lenovo- Early 2007

10. Lenovo-today

11. Campbell’s Soup

12. Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious awareness
Subliminal techniques - Embeds: tiny figures that are inserted into magazine advertising by using high-speed photography or airbrushing
Does subliminal perception work? - little evidence that subliminal stimuli can bring about desired behavioural change
1957: Drive-In Movie Theater, New Jersey
Popcorn sales- up 58%
Coke sales- up 16%

13. Subliminal Ad

14. Aspects of Perception Perceptual Selection Perceptual Organization
Perceptual Interpretation

15. Perceptual Selection
Consumers subconsciously exercise a great deal of selectivity as to which stimuli they perceive
(e.g) Going to a shopping mall
Stimuli selection is based on two factors
Consumers’ previous experience
Consumers’ motives (their needs, desires, interest)

16. Concepts Concerning Selective Perception
Selective Exposure:
Advt that reassure of them of their wisdom of their purchase decision (sympathetic,avoid painful or threatening advt)
Selective Attention:
Great deal of selectivity in terms of attention
Consumers note ads for products that would satisfy their needs and disregard those in which they have no interest

17. Concepts Concerning Selective Perception
Perceptual Defense:
Subconsciously screen out stimuli that they find psychologically threatening, even though expose have already taken place
Perceptual Blocking:
Protect themselves from being bombarded by simply turning –out.
Zapping of TV commercials with remote controls

18. Aspects of Perception Perceptual Selection Perceptual Organization
Perceptual Interpretation

19. Perceptual Organization
People do not experience the numerous stimuli they select from the environment as separate or discrete sensations
Tend to organize them into groups (as unified whole)
The principles underlying perceptual organization is referred to as ‘Gestalt Psychology’ (Gestalt in German means pattern/configuration)

20. Three basic Principles of Perceptual organization
Figure and ground Grouping Closure

21. Figure & Ground
Stimuli that contrasted with the environment are more likely to be noticed
People have a tendency to organize their perceptions into figure and ground relationships
Advertisers have to plan their advertisements carefully that the stimuli they want is noted as a figure and not as a ground
Sometimes marketers run ads that confuse the consumer because there is no clear indication of which is figure and which is ground

23. Figure- Ground

25. Grouping & Closure Form a unified picture or impression
Cell phone numbers
They have a need for closure, express this by organizing their perceptions so that they form a complete picture
A classical study found incomplete tasks are better remembered than completed tasks
Zeigernik effect- prevention of a task results in tension that manifests in improved memory for incomplete tasks

26. Closure

27. Closure

28. Prabu Doss.K doss@xime.org
Perception
Prabu Doss.K

29. Should subliminal advertising be encouraged or banned
Topic for discussion
Should subliminal advertising be encouraged or banned

30. Closure

31. Figure - ground

32. Perceptual Distortion- Influences
Physical Appearance- attractive men perceived as successful businessmen, attractive models are more persuasive & have more positive influence
Stereotypes- Tend to carry a picture in mind
First Impression- A shampoo commercial “You’ll never have a second chance to make a first impression”
Jumping to Conclusions- Hearing the beginning of the commercial they draw conclusions
Halo Effect- Evaluation of a single object, person on multitude of dimensions is based on one or few dimensions

33. Perceived Price
How a consumer perceive a price, has a strong influence or both purchase intention & purchase satisfaction
Reference Price- any price a consumer uses as a basis for comparison in judging other prices
External Reference Price- advertiser try to persuade a consumer to buy
Internal Reference Price- retrieved by consumer from memory
Plausible low- well within the range of acceptable market price
Plausible High- outer limits but not beyond the realm of believability
Implausible High- well above the consumers perceived range of acceptable market price

34. Consumer Imagery Positioning: Repositioning: Perceptual Mapping:
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands

35. Perceived Quality
Judge quality on the basis of various informational cues, some are intrinsic and some extrinsic
Intrinsic- physical characteristics of the product such as size, color, flavor, aroma
Extrinsic- Based on pricing , packaging, advertising and even peer pressure
German engineering is excellent
Japanese cars are reliable
American make is superior

36. Perceived Risk
Uncertainty that consumers face when they cannot foresee the consequence of their purchase decision
Functional Risk- performance of a product
Physical Risk- risk to self & others
Financial Risk- Will it worth its cost
Social Risk- Poor choice may result in social embarrassment
Psychological Risk- “Will I be embarrassed to invite friends to this tiny apartment?”
Time Risk- time spent in product search

37. Perception of Risk Varies
High-risk Perceivers- described as narrow categorizers because they limit their choice to safe alternatives
Low-risk Perceivers- described as broad categorizers because they tend to make choices from wider alternatives

38. How Consumers Handle Risk
Consumers seek information
Consumers are brand loyal
Consumers select by brand Image
Consumers rely on store Image
Consumers buy the most expensive model
Consumers seek reassurance